It’s fascinating how the fundamentals of business-to-business marketing are the same today as they were 50 years ago. It’s still about relationships although today we have new tools and techniques at our disposal.

Don't start by talking about your products and services instead think about the people you are trying to reach

Today's marketing success comes from self-publishing web content that people want to share. It's not about gimmicks. It's not about paying an agency to interrupt others.

It’s fascinating how the fundamentals of business-to-business marketing are the same today as they were 50 years ago. It’s still about relationships although today we have new tools and techniques at our disposal.

On the web, you are what you publish.

You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.

As financial market players know, advantage comes from reacting to news first. The same thing is true for all companies. When you start the conversation, you are recognised as someone who is plugged into the marketplace of ideas. If you talk about an idea early, you naturally get more exposure because the threads of conversation stem from what you have said. If you're in late you get lost in the cacophony.